新产品开发报告_压缩鸡肉干.doc

姓 名： 郭丽芬071001110 （组长） 涂惟勋 071001628 刘建辉 071001422 苏世富071001128（教改班） 学 院： 管理学院 专 业： 市场营销 年 级： 10级 指导教师： 王志玮  成 绩： 评 语： 指导教师： （签名） 目录 1.企业现状·································································3 1.1企业背景简介···························································3 1.2公司愿景与使命陈述·····················································4 1.3公司战略·······························································4 2.企业新产品开发战略·······················································42.1外部分析·······························································4 2.2内部分析·······························································4 2.3新产品开发战略选择·····················································4 3.新产品开发的组织结构····················································5 3.1公司原有组织结构·······················································5 3.2拟采用的组织结构及原因分析·············································6 4.新产品创意构思··························································8 4.1创意搜集方法···························································8 4.2创意搜集成果···························································9 4.3创意筛选与审查························································10 5.新产品立项·····························································13 5.1新产品概念设计与概念测试··············································13 5.2可行性分析（市场、技术、财务等）·······································14 5.3立项筛选与审查························································14 5.4新产品大纲····························································15 6.新产品开发与测试·······················································17 6.1新产品设计原则························································17 6.2内部测试计划··························································18 6.2外部测试计划··················································